/ \ 


For  sale  by 

WM.  L.  RICHARDS 
V Patapsco,  A\d. 

^ / 


What  is  Meant  by  the  “Cover- 
ing Capacity”  of  Paint 

A gallon  of  paint  that  can  be  spread  over 
the  largest  surface,  possesses  the  greatest 
covering  capacity.  But  it  must  also  cover 
solidly  and  wear  well.  The  proper  admix- 
ture of  lead,  zinc  and  linseed  oil,  such  as  is 


used  in  New  Era  Paint,  accomplishes  this 
the  best  of  any  known  paint  pigments.  The 
greatest  covering  capacity  means  the  least 
number  of  gallons  required. 

New  Era  Paint  not  only  possesses  the 
greatest  possible  covering  capacity,  but  is 
much  superior  to  lead  and  oil  paint  from  the 
standpoint  of  durability  and  will  also  cover 
solidly. 


The  above  illustration  shows  the  difference  between  the  covering  capacity  of  New  lira  Paint  and 
ordinary  lead  and  oil  paint. 


Why  Houses  are  Painted 

/7~\  \ UR  homes  are  not  painted  merely 
\ \\_/y  “for  tlie  sake  of  appearances.” 

l’aint  is  a preservative  and  bears 
the  brunt  of  sun,  rain,  snow, 
heat,  cold  and  general  atmospheric 
influences,  which  otherwise  would  act  directly 
upon  the  bare  surface  of  the  wood,  causing 
it  to  warp,  crack  and  decay  in  a compara- 
tively short  time.  It  is  therefore  unwise  to 
permit  the  paint  surface  of  a structure  to 
become  so  badly  “worn”  or  disintegrated 
as  to  give  atmospheric  influence  a chance  to 
act  directly  upon  the  bare  wood.  An  invest- 
ment in  good  paint  about  every  five  years 
(the  length  of  time  depending  upon  climate 
and  exposure)  is  money  well  expended  and 
will  be  saved  several  times  over  in  the 
longer  duration  of  the  structure  upon  which 
it  is  applied,  let  alone  the  feeling  of  satisfac- 
tion  that  naturally  results  from  living  in  a 
home  that  does  not  appear  “shabby,”  or 
“out  of  date.”  The  occupants  of  a house 
are  as  apt  to  be  judged  by  the  appearance 
of  their  home  as  by  the  clothing  they  wear. 
Tidy  people  usually  live  in  tidy  homes. 

Too  often  the  only  consideration  involved 
in  deciding  upon  the  painting  of  a building 
is  “appearance.”  The  more  important  con- 
sideration, as  a matter  of  fact,  should  be  the 
“protection”  afforded  by  a coat  or  two  of 
durable  paint,  that  will  prevent  decay,  as 
well  as  lend  beauty.  An  investment  of  this 
character  should  not  be  considered  as  an 
“expense,”  but  from  the  standpoint  of 
an  investment  costing  dollars,  but  saving 
many  more  dollars. 


Paint  Economy 


ANY  people,  unfortunately  for 
their  pocketbooks,  suppose  that 
in  letting  a contract  to  the  “lowest 
bidder”  they  are  saving  money, 
and  believe  if  they  are  able  to 


purchase  paint  at  a low  price  per  gallon, 
they  are  “ahead”  the  difference  between 
the  figure  paid  and  that  asked  for  an  article 
of  good  quality  such  as  “New  Era.”  A 
greater  mistake  is  never  made.  True 
economy  in  paint  is  to  secure  the  kind  that 
will  go  the  furthest  (thus  necessitating  the 
least  number  of  gallons,)  as  well  as  the 
one  that  will  wear  the  longest.  Paint  that 
wears  well  not  only  renders  it  unnecessary 
to  repaint  as  frequently  as  if  a cheap  article 
was  used,  but  always  appears  better  than 
adulterated  goods  made  to  “ sell  at  a price.  ” 

It  should  be  borne  in  mind  that  it  costs 
the  contracting  painter,  whether  he  bids 
high  or  bids  low,  just  as  much  for  labor  if 
inferior  materials  are  applied  as  if  paint  of 
good  quality  were  used  that  would  actually 
accomplish  what  is  expected  of  it.  The  dif- 
ference in  favor  of  the  “low  bidder”  must 
therefore  come  more  particularly  from  the 
saving  he  expects  to  make  from  the  use  of 
inferior  materials,  which  will  “answer”  for  a 
short  time,  but  must  soon  be  replaced,  in- 
volving the  man  who  pays  the  bill  in  a much 
greater  outlay  than  if  he  had  originally  se- 
cured the  services  of  a painter  who  figured 
upon  good  work  and  good  material. 

Paint  economy,  like  economy  in  other 
lines,  depends  upon  getting  good  value  for 
your  dollar.  New  Era  we  know  to  be  the 
best  value  obtainable  in  paint. 


New  Era  Paint 


“!)  make  and  the  best  paint  that  can 
be  made.  It  is  made  of  pure 
lead,  oxide  of  zinc,  linseed  oil, 


E\V  ERA  PAINT  is  simply  good 
pain/.  The  best  paint  we  can 


turpentine,  dryer,  and  tinting  colors.  Every 
article  entering  into  its  composition  is  care- 
fully tested.  They  must  all  be  of  the  best 
quality  obtainable.  It’s  pure  paint — every 
atom  of  it.  There  is  no  secret  about  the 
composition  of  New  Era  Paint.  We  attach 
a tag  to  every  gallon  can  telling  what  it  is 
made  of.  We  know  how  to  make  good 
paint — and  we  make  it.  We  have  the  men, 
machinery  and  facilities  to  make  it  right. 
The  same  materials,  if  not  as  carefully  com- 
bined and  properly  handled,  would  not  re- 
sult in  as  good  paint  as  we  make.  It  is 
impossible  to  make  as  good  paint  by  mixing 
materials  by  hand,  with  the  aid  of  a stick, 
and  without  the  facilities  for  knowing  posi- 
tively that  the  materials  are  right.  Good 
paint  depends  upon  the  method  of  making 
as  well  as  upon  the  materials.  The  best 
practical  painters  will  endorse  this  statement 
and  welcome  an  honest  article  of  mixed 
paint  that  will  do  them  and  their  work  credit. 
A good  painter  and  good  paint  are  bound  to 
produce  the  best  job  of  painting. 

The  making  of  good  paint  in  a large  way — 
uniformly  good  paint — is  a modern  indus- 
trial development  similar  in  character  to  the 
great  strides  made  in  the  production  of  other 
commodities,  and  has  required  more  than 
ordinary  scientific  knowledge,  skill,  patience 
and  perseverance. 


T he  Selection  of  Shades 


ARE  should  be  exercised  in  this 
respect,  as  under  certain  condi- 
tions, colors  which  harmonize 
perfectly  would  not  be  desirable. 
Select  shades  that  will  harmonize 
with  your  neighbors,  but  not  be  identical 
with  theirs.  Contrast  is  desirable  to  avoid 
“sameness”  in  a neighborhood.  Light 
shades  lend  prominence  to  a building.  If 
your  home  is  screened  by  trees  or  shrubbery, 
the  lighter  colors  will  make  it  stand  out 
more  strongly.  The  style  of  architecture  as 
well  as  surroundings  should  receive  consid- 
eration. Summer  cottages,  for  instance, 
which  are  usually  built  for  pleasure  and  pas- 
time, take  on  a brighter  and  more  cheerful 
aspect  by  using  the  lighter  and  brighter 
shades  and  tints.  A stately  city  home  in  a 
prominent  position  would  appear  “illy 
dressed”  in  the  gayer  colors  used  for  a 
summer  cottage.  It  requires  something  more 
sedate  to  convey  the  tone  of  simple  elegance 
which  the  owner  and  architect  aimed  at. 
In  using  more  than  one  color  for  the  sides 
of  a residence  do  not  place  a heavy  or  dark 
color  over  a light  one.  A dark  color  always 
conveys  the  idea  of  strength  and  solidity  and 
should  never  be  supported  by  a lighter  and 
weaker  color. 

The  plates  shown  in  this  booklet  may 
assist  you  in  selecting  desirable  combinations, 
and  our  agents  are  all  provided  with  color 
cards  and  printed  plates  which  will  prove  of 
great  assistance. 


Body  9.  Trimmer  130.  Roof  46. 


Body  30.  Trimmer  WHrrE.  Roof  F27. 


Body  8.  Trimmer  12.  Roof  23. 


SUGGESTIONS  FOR 

Color  Combinations 

NEW  ERA  PAINT 


§ody  54.  Trimmer  53.  Boof  120. 


Body  23.  Trimmer  3.  Roof  52. 


Booy  17.  Trimmer  White.  Roof  13. 


Body  127.  Trimmer  44.  Roof  120. 


Body  52.  Trimmer  §.  Roof  46. 


Body  53.  Trimmer  23.  Roof  126. 


Booy  12.  Trimmer  27.  Roof  23. 


body  132.  Trimmer  White.  Roof  10. 


Things  to  Think  of 

WHEN  YOU  BUY  THE 
PAINT  YOURSELF 


1st.  The  Real  Cost  of  Paint.  This  does 
not  depend  nearly  so  much  upon  the 
price  per  pillion  as  upon  the  quantity 
required  and  length  of  time  it  will  wear. 

2d.  How  much  will  be  required?  This 
depends  upon  “covering  capacity.’’  New 
Era  will  cover  solidly  as  many  square 
feet  of  surface  to  the  gallon  as  it  is  possi- 
ble for  properly  made  paint  to  do.  Much 
more  than  white  lead  and  oil,  mixed-by- 
hand, or  cheap  (?)  brands  of  paint — at 
least  25  per  cent  more.  This  means  only 
four  gallons  of  New  Era  needed  to  every 
five  required  of  the  mixed-by-hand,  or 
cheap  (?)  kind. 

3rd.  How  long  will  it  wear?  This  de- 
pends upon  climatic  conditions.  New 
Era  will  wear  five  years — sometimes 
longer,  very  seldom  less.  It  is  safe  to 
say  50  per  cent,  longer  than  white  lead 
paint,  mixed-by-hand,  or  cheap  (?)  brands. 

4th.  The  cost  of  painting.  It  costs  much 
more  to  apply  paint  than  for  the  paint 
itself,  to  be  conservative  we  will  say  50 
per  cent.  more.  It  costs  as  much  to  apply 
poor  paint  as  good  paint. 

5th.  The  cost  per  year.  This  is  what 
tells  the  story.  To  determine  it,  divide 
the  cost  of  the  paint  and  applying  same 
by  the  length  of  time  that  will  elapse 
before  it  is  necessary  to  paint  again. 
W’e  will  assume  for  instance  that  it  costs 
as  much  to  buy  New  Era  Paint  for  a 
building  as  for  white  lead  paint  or  a cheap 
inferior  brand  (the  cost  is  more  per  gallon, 
but  it  requires  fewer  gallons.)  Paint  and 
painting  cost  say  $60.  The  lead  paint 
’nd  cheap  mixed  kind  would  wear  not  to 
exceed  three  years,  or  a cost  of  $20  per 
year.  New  Era  Paint  would  wear  at 
least  four  and  one-half  years,  or  a cost 
per  year  of  $13.33.  A saving  of  33 ' f 
per  cent. 


Things  to  Think  of 

WHEN  YOU  CONTRACT 
FOR  PAINT  AND 
PAINTING 


1st.  Insist  on  Good  Paint  to  insure  the 
greatest  durability  and  so  as  to  avoid  the 
necessity  of  incurring  the  expense  of 
painting  again  long  before  it  should  be 
necessary. 

2nd.  Why  New  Era  Paint  Should  be  Used. 

It  is  made  from  the  best  paint  materials 
only.  There  is  a tag  on  every  gallon  can 
that  tells  just  what  it  is  made  of.  There  is 
nothing  to  conceal  or  be  ashamed  of.  We 
rather  publish  the  truth — and  all  of  it.  It 
insures  the  maximum  in  durability  and  the 
minimum  in  quantity  required. 

3d.  White  Lead  and  Oil  Paint.  Pure  lead 
and  linseed  oil  does  NOT  make  the  best 
paint  either  for  wearing  or  covering.  Com- 
parative tests  with  New  Era  paint  have 
proven  it  beyond  question.  White  lead 
alone  used  as  a base  results  in  a paint  that 
in  a comparatively  short  time  will  “chalk 
off.”  Rub  your  hand  over  the  surface  of 
a house  painted  in  this  way.  The  powder 
upon  your  hand  is  the  lead  which  has  be- 
come “loosened,”  no  longer  forming  a pro- 
tective coating,  but  will  wash  off  in  every 
rain  storm.  New  Era  paint  will  cover 
about  25  per  cent,  more  surface  to  the 
gallon  than  white  lead  paint. 

4th.  Progressive  Painters  have  convinced 
themselves  that  the  proper  admixture  of 
oxide  of  zinc  with  lead  makes  a much  more 
serviceable  and  economical  paint  than  when 
lead  alone  is  used,  and  also  that  paint, 
mixed  in  exact  proportions  and  finely 
ground  by  means  of  special  powerful  ma- 
chinery, is  far  preferable  and  less  expen- 
sive to  them  and  to  consumers,  than  when 
imperfectly  mixed  and  tinted  by  hand  in 
uncertain  proportions. 

5th.  A Good  Painter  and  Good  Paint  make 
the  best  combination  that  can  be  secured 
to  produce  a good  job  of  painting — one 
that  will  be  satisfactory  in  years  of  service, 
appearance  and  cosi. 


Things  to  Think  of 

BY  THE  PAINTER  AND  CONSUMER 
WHEN  DECIDING  BETWEEN  THE 
USE  OF  NEW  ERA  PAINT  OR 
WHITE  LEAD  PAINT 


The  comparative  cost  of  \\  hits  lead  paint 
and  New  Era  paint  can  easily  he  figured  by 
any  painter  or  consumer.  The  following 
example  represents  a mixture  intended  for 
first-coat  work : 

ioo  lbs.  S.  P.  white  lead  in  oil  costs.  .$ 

5 gallons  linseed  oil  costs 

2 hours  labor  in  mixing 

Total  cost.  .$ 

Based  on  claim  made  by  white  lead  man- 
ufacturers that  it  requires  five  pounds  of 
strictly  pure  white  lead  in  oil,  reduced  to 
proper  painting  consistency,  to  cover  ioo 
square  feet  two  coats,  the  above  mixture 
would  cover  2000  square  feet  two  coats. 
Divide  the  total  cost  by  20  and  the  result  is 
the  cost  for  100  square  feet. 

Now  figure  the  cost  of  New  Era  paint 
reduced  for  first  coat  work: 

i gallon  New  Era  Paint  costs $ 

gallon  linseed  oil  costs 

No  cost  for  mixing  and  tinting.  Simply 
needs  to  be  thoroughly  stirred. 

This  makes  I gallons  of  paint.  To  get 
cost  of  1 gallon,  divide  by  1 '+ ■ A gallon  of 
New  Era  covers  at  least  300  square  feet,  two 
coats.  Divide  the  cost  of  1 gallon  by  3 and 
the  result  will  be  cost  for  covering  100  square 
feet,  two  coats.  Compare  this  with  the  cost 
of  white  lead  paint  for  the  same  amount  of 
surface  and  note  saving  in  favor  of  New  Era. 

In  a 100  pound  keg  of  w hite  lead  in  oil 
you  only  get  from  95  to  97  pounds  of  lead — - 
the  rest  is  keg.  The  proportion  of  keg  in 
the  smaller  packages  is  even  greater. 

New  Era  paint  is  put  up  in  gallon  pack, 
ages  containing  a full  U.  S.  standard  gallon 
of  paint — 231  cubic  inches  of  pure  paint. 


Things  to  Think  of 

BY  THE  PRACTICAL 

PAINTER 

The  best  practical  painters  agree  that  pure 
lead  and  oxide  of  zinc,  combined  in  proper 
proportions,  and  thoroughly  and  finely 
ground  in  and  reduced  with  pure  linseed  oil 
and  sufficient  turpentine  and  turpentine  dry- 
er, make  a paint  that  will  cover  better,  go 
farther,  produce  a better  finish  and  wear 
much  longer  than  if  lead  alone  is  used  as  a 
base.  Such  a paint  we  are  offering  in  our 
New  Era. 

Our  New  Era  Paint  differs  from  other 
ready-mixed  paints  in  the  market  for  the 
reason  that  it  is  not  a “patent”  or  chem- 
ical combination,  soap  mixture,  or  emulsion 
paint,  but  is  a pure  lead  paint,  containing 
enough  zinc  oxide  to  prevent  the  lead  from 
chalking,  with  the  necessary  colors  required 
to  produce  the  various  tints  and  shades, 
thoroughly  ground  in  and  thinned  to  the 
proper  consistency  with  pure  refined  linseed 
oil,  turpentine  and  turpentine  dryer — just 
such  material  as  any  first-class  practical 
painter  would  use  and  endorse.  Pure  lead 
is  the  most  desirable  base  pigment  for  paint. 
It  possesses  greater  opacity  than  other  white 
pigments.  However,  to  secure  the  most 
durable,  economical  and  satisfactory  results 
from  its  use,  it  is  important  that  it  be  com- 
bined with  zinc  white  in  proper  and  exact 
proportions.  While  white  lead  has  the  ad- 
vantage of  great  opacity,  it  possesses  two  dis- 
advantages in  that  it  requires  more  of  it 
to  cover  a given  surface  than  it  does  of  zinc 
oxide,  and  also  its  lack  of  durability  under 
exposure.  These  faults  are  corrected  when 
combined  with  zinc  white,  and  a result  of 
a proper  combination  of  the  two,  as  pre- 
sented in  our  New  Era  Paint,  is  an  ideal 
and  perfect  paint  as  regards  durability, 
covering  capacity  and  superior  finish. 


Paints,  Enamels,  Stains, 
Varnishes 


FOR  ALL  PURPOSES 


Neal’s  Interior  Enamels.  For  woodwork,  walls 
and  ceilings.  Imparts  a durable,  genuine,  high- 
gloss  enamel  finish.  In  delicate  tints  and  rich  colors 
to  harmonize  with  furnishings. 


Neal’s  Bath-Tub  Enamels.  For  woodwork, 

walls  and  ceilings  of  bath-rooms  and  surfaces  exposed 
to  water,  steam  or  moisture  in  any  form. 

Davies’  Varno-Floor-Stains.  Produce  perfect 
imitations  of  expensive  woods  upon  old  or  new  floors, 
woodwork  or  furniture. 


Granite  Floor  Paints*  For  inside  floors,  steps,  etc. 

Colonial  Floor  Wax.  For  producing  a hard  wax 
finish  upon  floors.  Not  sticky  or  smeary,  but  a clear, 
brilliant  finish. 


Adamant  Barn  and  Roof  Paints.  For  roofs, 

barns,  outbuildings,  fences,  etc. 


NEW  ERA  VARNISHES 

Interolite,  F or  general  interior  woodwork.  A tough, 
elastic  and  durable  varnish,  withstanding  hard  usage, 
such  as  soap,  hot  water  and  steam  in  bath-rooms, 
window  casings  and  sills.  It  can  be  polished  to  a 
high  lustre  or  rubbed  to  a dull  finish. 


Exterolite*  For  exposed  surfaces,  such  as  store  fronts, 
vestibules,  frontdoors,  verandas,  etc.  A pale  varnish, 
tough  and  elastic  in  nature,  that  is  subject  to  a high 
polish  or  may  be  rubbed  to  a dull  finish. 


Varnotile*  A varnish  peculiarly  adapted  to  withstand 
the  hard  usage  to  which  it  must  be  subjected  on 
floors  and  similar  surfaces.  Used  largely  in  hospitals, 
asylums,  public  offices  and  fine  residences.  An  ex- 
ceptionally fine  article  that  will  bring  out  and  preserve 
the  natural  beauty  of  woods  used  in  the  construction 
of  hard  wood  floors.  An  excellent  finish  for  preserving 
linoleum,  oil  cloth,  etc. 

White  Maple  Finish.  An  extremely  pale  varnish 
that  will  not  discolor  the  lightest  woods.  Especially 
desirable  for  finishing  white  mahogany,  bird's  eye 
maple  and  other  delicately  shaded  woods. 

SatillWOod  Finish.  A light  colored  varnish,  not  so 
pale  as  White  Maple  Finish,  but  perfectly  adapted 
for  finishing  lighter  colored  woods,  cabinets,  man- 
tels, etc. 

Pale  Hard  Oil  Finish*  Light  in  color  and  adapt- 
ed for  general  interior  finishing.  Tough,  elastic  and 
durable.  May  be  polished  or  rubbed  to  a dull  finish. 


AVEr.Y  library 
COLUMBIA  CfrttVERSir 


of.  Br  Thr 


PAINTS.  ENAMELS 


